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Variety trade newspaper to charge for online site
Published in Saudi Press Agency on 17 - 09 - 2009


Ending a three-year flirtation with
free online content, Variety newspaper plans to put some of
its Web site content behind a «pay wall» that will
require a paid annual subscription, its publisher said
Thursday, according to AP.
The changes at the Hollywood trade publication will take
place early next year and come with new online features
such as a better archive, publisher Brian Gott said.
While there might be some reduction in the number of Web
site visitors, currently about 2.5 million per month, the
switch will help preserve paying subscribers even if
readers eventually switch to reading online only, he said.
«It's getting ahead of something that inevitably will
happen and creating a business strategy around maintaining
the viability of being a paid product,» Gott said.
Many news publications are taking another look at charging
for online access as revenue from Internet ads fails to
offset losses from print ads and subscriptions.
Subscriptions to Variety, a unit of London and
Amsterdam-based Reed Elsevier Group PLC, are currently $329
a year for either the daily or the weekly print edition, or
a digital, PDF version that looks just like one for print.
The daily print edition gets about 26,000 paying
subscribers, and the weekly version another 31,000,
according to the Audit Bureau of Circulations.
The Web site was almost entirely reserved for paid
subscribers until October 2006, when it lifted that
restriction to boost traffic. How much of the new site will
be reserved for paying customers has yet to be finalized.
While the newspaper still makes more revenue from
advertising than it does from paid subscriptions, the
marginal benefit from driving more traffic to its Web site
was small, Gott said.
«The more traffic you get, the lower (rates) an ad buyer
can demand and it's diminishing returns,» he said.


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